A review of the benefit programs offered by the hotel industry with specific reference to the major hotel chains.
Written in 2008; 4,020 words; 11 sources; APA; $ 108.95
Paper Summary:
The paper discusses the incentive programs to customers offered by various leading hotel groups and highlights the positives and negatives resulting from these offers. The paper quotes comments by leading publications on the benefits of these programs, and states that true loyalty - benefit programs trust the customer rather than insisting on the customers' trust of the hotel. The paper further comments on the fact that a true loyalty program creates an asset by making the customer more attached to the brand over time.
Outline:
Introduction
Literature Review
Summary
From the Paper:
"Shugan writes that the typical balance sheet of any firm might well embrace its customer base, buildings, cash, and other "tangible assets" - along with employee resources. And as to marketing activities, for the successful business (in this case, hotels) those activities should be well more expansive than just creating "short-term sales." Instead, marketing activities should work towards the creation of "enduring, if not permanent assets." Those assets (customers) become the Holy Grail that Shugan alluded to earlier, and they return far more value to the hotel than awareness advertising, that only offers temporary customer brand awareness, Shugan continues in his editorial in Marketing Science."
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